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SXSW Crazy Energy One Week, “End of Social Media” the Next…What Gives?

We all know the truth can hurt. We also know it can help. But the truth, whether you can handle it or not, has a lot of shades to it.

Last week’s AdAge CMO column framed a POV on social media that got some of us at Flightpath – and from the post’s comments,  many other digital shops, too – really talking about the state of social media.  Given the recent evangelism at SXSW Interactive, attended by the rock stars of the industry (including our own #AustinSix), we figured why not share!

Below is the beginning of the column by brand strategist Jonathan Salem Baskin. He heralds the end of “a fad. No, not the end of social media, but rather the beginning of the end of social media’s infancy.” (Guess they went for the extra shock value of a misleading title.)

Do Campaign Failures, High-Profile Firings Signal the End of Social Media?

The latest news involving social-media pioneers isn’t good. Pepsi has fallen to third place behind Diet Coke in spite of its widely heralded switch from Super Bowl ads to a huge social charity program called Refresh Project. Burger King has grilled through a couple of CMOs and fired agency Crispin Porter & Bogusky after producing Facebook campaigns and viral videos that got lots of attention while the business witnessed six consecutive quarters of declining sales…

Every CMO should use this occasion to pause and reflect on the assumptions that were behind these efforts, especially if you’re about to roll out a social-media campaign or start giving away content for free. Unfortunately, there are many reasons why you shouldn’t, and may not.

For one of our troops, Michael Liss, it all goes back to Gary Vaynerchuk‘s presentation at SXSW about his new book, The Thank You Economy. Some highlights from Mike’s notes:

This is the beginning of the humanization of business. It’s about hitting an emotional center, not pushing coupons. Social media marketing shouldn’t be about push. You shouldn’t be trying to close in one minute – everyone in social media marketing acts like a 19-year-old boy, trying to close too fast. You need patience – this is a cocktail party, start the conversation, break through the noise. There’s no such thing as a social media campaign – a social media campaign is a one-night stand; this is about relationship-building. Social is about talking to human beings. We’re living in the first time when the consumer can interact with you. It’s accepted for us to go into the conversation.

And then, interestingly enough, Gary predicted this entire debate:

Social media is going to start getting beaten up: Does this really have value? People will start looking at the money they’re pouring into this. The next couple of years might be a bad time for social, like the internet from 2000-03, when people thought the internet was a fad.

(You can read much more about the seven things Mike brought back from SXSW – five extra lbs. not included.)

Flightpather John Whitcomb agrees completely with the notion of “smart social,” as referred to in some of the AdAge post comments. He finds some of those comments  dead on, especially when it comes to ROI:

It’s amazing we still haven’t been able to come up with a system that utilizes social media metrics and quantifies them with actual results tied into business objectives. If this was the case, perhaps Pepsi and Burger King would have abandoned the strategy mid-way or at least tried to tweak it to make their campaign work.

I think the real issue, though, is that we cannot force people to buy anything using any sort of advertising medium. All we can do is create brand awareness, and hopefully drive affinity through the connections we forge on these various platforms with our consumers. But that’s still just leading the horse to water.

The Beginning is Ending, Yeah, Long Live the Ending!

So what to make of this debate? The coolest part of being involved in social media is the constant state of change. Change isn’t just in the air, it is in the DNA. The importance of social marketing (fine, media!) is how it connects people to people, people to brands, and people to opportunity in the most seamless, organic way.

If you believe the reality of “if you build it, they will come,” then you know what the build-out of any new and imaginative field is about: not infrastructure, but possibility.  Brands will take advantage of an ever-growing range of social options because community engagement is as rich a philosophy in marketing as it is in life. Social media will clearly lead brands to people and meaningful revenue to brands in the years to come.

Or, to slip in one more movie quote: “Evolution finds a way!”

Seven Things I Brought Back from SXSW (Five Extra lbs. Not Included)

Attending SXSW Interactive felt like being inside a popcorn popper: You ricochet from one idea to another, hurling into everyone around you, energy bursting everywhere. What did I bring back from Austin beyond the 5 lbs I probably packed on? Where to even start?

Attending SXSW Interactive felt like being inside a popcorn popper: You ricochet from one idea to another, hurling into everyone around you, energy bursting everywhere. What did I bring back from Austin beyond the 5 lbs I probably packed on? Where to even start?

It’s a Social, Engaged Community (Duh)
For all the digital landscapes we carve out, there’s nothing like interacting with real people in real life. SXSWi registration was up 40% this year, and it wasn’t small to start with. This was truly a community of passionate people – and truly a community. That conversation on the shuttle, in line, before the panel, at the party was every bit as meaningful, inspiring and enlightening as the biggest keynote addresses. And everyone was open to that conversation.

Be Enchanting
Achieve likability. Perfect your handshake. Achieve trustworthiness. Default to yes. Make sure everything you do is Deep, Intelligent, Complete, Empowering and Elegant. Launch with a story, not a feature set. Empower action. Plant many seeds: Today’s nobodies are the new somebodies, and you don’t know where the people are who might embrace you. Enchant all the influencers: It’s not the top down, it’s the bottom and the middle.

It’s a Thank You Economy, Stupid
Your brand should hit an emotional center and do something that matters, instead of just pushing more coupons. Humanize your brand. Don’t try to close in one minute. A social media campaign is a one night stand – and this is about relationship-building. What’s going to work for you as a human being is going to work for you as a business. We’re turning into a small-town world. Human elements matter. Have a voice and a point of view, and don’t talk like a corporation.

What’s a Social Media Expert, Anyway?
Ask 10 different people what the ROI of SM is, what the value of a fan is, what Facebook strategy really means, anyway, and get ready for 57 different answers.

Open Book Brands
It’s not about apps, technology, campaigns. The brand has to emotionally connect with the consumer. Brands are no longer the mirrors that define us, but have to be magnets that draw us in. They have to deal with us with trust, transparency and truth. Own mistakes, then turn them around. Be genuine and authentic.

Follow Your Curiosity
Barry Diller got into the Internet in ’92 or ’93 because he was intrigued by this new way a screen was being used, and wanted to explore it. “So many people at SXSW are following their curiosity,” he said. “The miracle of the Internet is that it allows everybody who has curiosity to figure out the ideas in their brain, get it together, push a button and get it out.”

Have a Big Vision
The Foursquare founders knew what they wanted to do since their days at Dodgeball. They created the product they wanted to create to make people’s life more interesting, and went where that took them. They’re following their own strong sense of mission, leading always with how they can make their users’ lives more enriched, and doing it as a team.

Sounds pretty easy, right?